On this episode of Destination on the Left, I talk with three tourism industry leaders about the power of partnership and community engagement. Maureen Martin, Vice President of Partnerships and Community from Destination Madison, Bryan Kuebel, Senior Partnership Manager from Visit Milwaukee, and Greg LaDuca, Senior Vice President of Industry Relations from Visit Rochester, join me to discuss the Partnership and Community Engagement PACE Forum, the premier gathering place for passionate DMO professionals committed to the power of partnership and community engagement. They share the origin story of the PACE Forum, talk about the importance of this sector of the DMO industry, and give details of the 2025 event.

What You Will Learn in This Episode:

Why PACE was formed and the significance of Partnership and Community Engagement for DMOs
The value of non-competitive idea sharing among peers
How the PACE forum has shifted professional interactions post-pandemic and the advantages of face-to-face networking
The importance of creative revenue sources and consistent communication with tourism commissions
How the PACE 2025 forum in Cincinnati aims to focus on new technologies, data, and AI

Fostering Community and Engagement

The Partnership and Community Engagement (PACE) initiative is a network of professionals dedicated to enhancing the impact of DMOs. Maureen elaborates on PACE’s origins, sharing how the initiative formally took shape during the pandemic when professional norms shifted dramatically, leading to the first PACE Forum in Madison, Wisconsin, in February 2024.

With an initial expectation of around 50 attendees, the forum’s attendance soared to approximately 120 participants, underscoring the industry’s hunger for community and collaboration. The forum successfully filled a void left by national conferences, offering continuous networking opportunities and fostering an environment for sharing ideas across borders.

PACE 2025 is set to take place in Cincinnati, Ohio, from February 18-20. The upcoming forum promises to dig deep into new technologies, data analytics, artificial intelligence, and the invaluable role of networking in destination marketing.

Advocacy for DMOs

Maintaining consistent communication with tourism commissions and creatively seeking revenue sources is so important in the travel and tourism industry. The success of DMOs hinges on building strong, meaningful relationships within the community. Innovative programs like mentorship initiatives within the PACE Forum are designed to help newcomers integrate and feel connected. Their programs ensure that professionals at all travel and tourism industry levels benefit from the wealth of knowledge and experience available.

Advocacy extends beyond simple promotion—it involves building robust relationships, consistent communication, and a clear demonstration of tourism’s economic impact on local communities. Sharing tangible success stories about how tourism positively affects local businesses and the community helps bolster support from various stakeholders. These compelling stories help make the abstract benefits of tourism concrete and relatable.

The Value of Peer Networks

Peer networks create a supportive ecosystem where professionals can share ideas that help them overcome common challenges and foster a sense of community. Greg, Maureen, and Bryan all emphasize how these connections promote professional and personal growth, enable tourism professionals to stay current with industry trends, and collaboratively develop impactful initiatives.

The PACE forum, in particular, exemplifies the power of these networks by shifting traditional, nationally-run conferences towards a more intimate, peer-led format. Greg talks about how the forum’s spirit of non-competitive idea exchange allows peers from various cities to share insights and strategies autonomously.

Resources:

Gregory LaDuca
Website: https://www.thepaceforum.com/home
LinkedIn Personal: https://www.linkedin.com/in/gregory-l-laduca-78442713/
Twitter Personal: https://x.com/gregoryladuca
Maureen Martin
Website: https://www.visitmadison.com/about-us/our-team/
LinkedIn Personal: https://www.linkedin.com/in/martinmaureen/
LinkedIn Business: https://www.linkedin.com/company/destination-madison/
TikTok Business: https://www.tiktok.com/@destinationmadison
Pinterest: https://www.pinterest.com/destinationmadison/
Youtube: https://www.youtube.com/c/DestinationMadison
Bryan Kubel
Website: https://www.visitmilwaukee.org/
LinkedIn Personal: https://www.linkedin.com/in/bkubel/
Facebook Personal: https://www.facebook.com/bkubel/
Instagram: https://www.instagram.com/bkubel/
Twitter: https://x.com/bkubel

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